Colgate-Palmolive and GlaxoSmithKline are both throwing new products into their burgeoning whitening toothpastes portfolios.
GSK is introducing Macleans white ’n’ shine into its line-up, which is particularly aimed at the younger users said to be fuelling the growth in the teeth whitening market.
Its point of difference, said the company, is a resulting “light-reflecting sparkle”.
The newcomer, which uses micro-polishing particles to remove imperfections on the surface of the teeth without the addition of harsh abrasives or bleaching agents, will be supported by a £2m marketing spend during its first year on
shelf. Rsp for the 100ml offering will be £2.49.
Meanwhile, Colgate gets its first whitening toothpaste for sensitive teeth which is said to also protect gums.
Marketing support has yet to be finalised but Colgate Sensitive Whitening (rsp: £1.49 for 50ml and £1.99 for 75ml) joins a rapidly expanding sub-sector under the Colgate banner that already includes Colgate Whitening and Colgate Sensitive Deep Clean Whitening. Both new entrants come at a time of deepening rivalry between the two brands.
According to The Grocer’s last Top Products Survey (December 13 2003), the Colgate range had a commanding lead over Macleans with sales of more than £110m across all outlets in the year to October 5, up by 2.3% year-on-year.
That contrasted with an 8.4% sales slump for Macleans to below £36m. However, the brand has come back strongly this year on the product development front and GSK is keen to promote an added-value tier of ‘health and beauty’ products and persuade consumers to buy different oral care products as part of their grooming routine.
Simon Mowbray
GSK is introducing Macleans white ’n’ shine into its line-up, which is particularly aimed at the younger users said to be fuelling the growth in the teeth whitening market.
Its point of difference, said the company, is a resulting “light-reflecting sparkle”.
The newcomer, which uses micro-polishing particles to remove imperfections on the surface of the teeth without the addition of harsh abrasives or bleaching agents, will be supported by a £2m marketing spend during its first year on
shelf. Rsp for the 100ml offering will be £2.49.
Meanwhile, Colgate gets its first whitening toothpaste for sensitive teeth which is said to also protect gums.
Marketing support has yet to be finalised but Colgate Sensitive Whitening (rsp: £1.49 for 50ml and £1.99 for 75ml) joins a rapidly expanding sub-sector under the Colgate banner that already includes Colgate Whitening and Colgate Sensitive Deep Clean Whitening. Both new entrants come at a time of deepening rivalry between the two brands.
According to The Grocer’s last Top Products Survey (December 13 2003), the Colgate range had a commanding lead over Macleans with sales of more than £110m across all outlets in the year to October 5, up by 2.3% year-on-year.
That contrasted with an 8.4% sales slump for Macleans to below £36m. However, the brand has come back strongly this year on the product development front and GSK is keen to promote an added-value tier of ‘health and beauty’ products and persuade consumers to buy different oral care products as part of their grooming routine.
Simon Mowbray
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